By Tony Onyima
The world is now governed by disruptions and innovations driven by technology. These disruptions occur across many areas, creating companies like Alibaba, Amazon, Airbnb, Uber, etc. IrokoTV and Linda Ikeji, BellaNaija, TheCable, and Premium Times are some of Nigeria’s most prominent media brands that do not have tangible assets. The COVID-19 pandemic has accelerated the seismic disruptions in the media industry. The global media landscape is rapidly transforming, driven by digital innovation and changing consumer behavior. Traditional media formats such as newspapers and broadcast television increasingly compete with digital platforms and social media for audience attention. According to WAN-IFRA (2022), global newspaper circulation has declined by 5% annually over the past decade, while digital news consumption has surged, with 62% of adults now getting news from social media platforms (WAN-IFRA, 2022).
This has worsened a pre-existing financial crisis in the industry, with many shutdowns and layoffs. Many newspapers have become so slim that you would think they are preparing for one of those Western-oriented beauty pageants. All these closures, layoffs, and asset sales are coming at a time when quality information is crucial in the fight against disinformation. With these disruptions, some sceptics have predicted that newspapers will, sooner or later, cease to exist as we know them today. One emeritus professor at the University of North Carolina dared to predict the exact date newspapers would stop to exist. In his controversial book, “The Vanishing Newspaper: Saving Journalism in the Information Age”, Professor Philip Meyer predicts that the last daily newspaper reader in the world will check out in October 2044. However, should we accept this doomsday scenario as the truth? Recall that pundits have been predicting the demise of the ‘venerable’ newspaper ever since the first radio broadcast hit the airwaves. When television came, they still felt confident that the tube represented the final nail in print journalism’s coffin. What has happened is that emphasis has shifted to the quality of content than the medium. This means that content is the king and the beautiful bride of the news business. The sweet old wine called News on Paper is being repackaged into a new digital wineskin. Unlike Prof. Philip Meyer, I am confident that the news will survive the technological attack but will be in a different form and structure. Artificial Intelligence will largely determine the future form and structure of news.
Artificial intelligence (AI) is no longer a distant dream but a powerful reality reshaping industries, societies, and world perceptions. The media industry, the lifeblood of information dissemination and cultural expression, is at the forefront of this revolution. Today, we will explore how AI influences journalism, content creation, and curation, the ethical challenges it presents, and the trends that will define the future of media.
Historical Context
To appreciate the current landscape, it is essential to understand the historical context of media evolution. From the invention of the printing press in the 15th century to the advent of radio and television in the 20th century, each technological advancement has redefined how information is created, consumed, and distributed. The digital revolution of the late 20th century brought about the Internet, which democratised information and gave rise to new forms of media, such as social networks and blogs.
Artificial intelligence is the next frontier. With its ability to analyse vast amounts of data, learn from patterns, and make decisions, AI is integrated into every aspect of media production and distribution. According to a report by PwC (2020), AI is projected to contribute up to $15.7 trillion to the global economy by 2030, with a significant portion of this growth coming from the media and entertainment sector.
AI in Journalism
One of the most profound impacts of AI is in the field of journalism. Automated journalism, where machines write news articles based on data inputs, is becoming increasingly common. For instance, The Washington Post’s Heliograf, an AI-powered bot, was used to cover the 2016 Rio Olympics by generating short reports and event updates (Marconi, 2017). Similarly, the Associated Press has been using Automated Insights’ Wordsmith platform to produce quarterly earnings reports, resulting in a significant increase in the volume of financial news (Glahn, 2016).
These tools are not limited to text generation. AI also plays a critical role in data journalism, where large datasets are analysed to uncover stories that would be impossible to find manually. The New York Times, for example, used machine learning algorithms to analyse millions of comments on its articles, helping it better understand reader sentiment and improve its moderation processes (Ghaffary, 2019).
In Africa, AI’s role in journalism is also taking shape. For example, Code for Africa, a pan-African civic technology and data journalism initiative, is leveraging AI to enhance investigative reporting. The organization uses AI tools like Ushahidi, a crowdsourcing platform developed in Kenya, to gather and analyze data during crises or elections. This tool was used effectively during the 2007 Kenyan elections to map reports of violence and crisis, showing how AI can assist in capturing real-time information in challenging environments (Mutiga, 2018).
In Asia, particularly in China, AI is revolutionizing news delivery. China’s state-run news agency, Xinhua, introduced AI news anchors in 2018. These virtual anchors can deliver news 24/7 in multiple languages, offering a glimpse into how AI can enhance news delivery by ensuring constant coverage without human fatigue (Zhang, 2018). This development raises interesting questions about the future role of human journalists in newsrooms where AI can continuously operate.
AI in Content Creation and Curation
Beyond journalism, AI is revolutionizing content creation and curation across various media platforms. In film and television, AI is used to analyze scripts, predict box office success, and generate video content. IBM’s Watson, for example, was used to create the trailer for the 2016 film “Morgan,” analyzing hundreds of horror movie trailers to identify the most effective elements (Sullivan, 2016).
In the music industry, AI-generated music is becoming more prevalent. Platforms like Amper Music and AIVA allow musicians to collaborate with AI to create original compositions. These tools analyze existing music to generate new melodies, harmonies, and rhythms, pushing the boundaries of creativity (Pasick, 2017).
In Africa, AI is also making its mark on content creation, particularly in the film industry. Nollywood, Nigeria’s booming film industry, is beginning to explore the use of AI in scriptwriting and production. Filmmakers are using AI tools to analyze audience preferences and predict the success of films, helping to tailor content to meet the demands of viewers both locally and internationally. For instance, IROKOtv, a leading streaming service for Nigerian films, uses AI algorithms to recommend content to its users based on their viewing history, much like Netflix (Okon, 2019).
In Asia, particularly India, AI is used to produce Bollywood films. Tools like ScriptBook, an AI script analysis platform, are being used to predict a film’s success before it is made. This has become particularly valuable in an industry known for high-risk investments (Singh, 2020). Additionally, AI is being used to create regional language content, catering to the diverse linguistic landscape of India. This includes dubbing and subtitling, where AI tools translate and adapt content for different audiences, making media more accessible nationwide (Patel, 2021).
Social media platforms are also heavily reliant on AI for content curation. Algorithms determine what content appears in our feeds, shaping our information consumption in ways that are often invisible to us. YouTube’s recommendation system, for instance, uses AI to suggest videos based on user behavior, leading to increased engagement and raising concerns about echo chambers and misinformation (Covington et al., 2016).
In Southeast Asia, platforms like TikTok and Shopee use AI algorithms to personalize content for users, which has significantly contributed to their rapid growth in the region. TikTok uses AI to analyze user interactions in real-time and tailor the content feed to individual preferences. This strategy has made it one of Asia’s most popular social media platforms (Ceci, 2020).
Ethical Considerations and Challenges
While AI offers immense potential, it also presents significant ethical challenges. One of the most pressing issues is bias in AI algorithms. These biases can perpetuate stereotypes and reinforce existing inequalities in media representation. A study by Noble (2018) highlighted how search engines, driven by biased algorithms, often produce results that reinforce negative stereotypes about minority groups.
Privacy is another primary concern. AI-driven media platforms collect vast user data, often without explicit consent. This data is used to create highly personalized content, but it also raises questions about surveillance and the erosion of privacy. The Cambridge Analytica scandal, where Facebook data was harvested to influence political campaigns, is a stark reminder of the potential misuse of AI in media (Isaak & Hanna, 2018).
In Africa, the ethical implications of AI are particularly pertinent in regions where data privacy laws are still developing. For instance, concerns about using AI in South Africa’s media monitoring and surveillance have been raised. Media houses and governments are increasingly using AI to monitor public sentiment and track individuals, which could lead to potential abuses of power in a continent with a history of political instability (Mare, 2020).
In Asia, the rapid adoption of AI in media has also sparked debates about privacy and data security. In China, the government’s extensive use of AI for surveillance, including in the media, has raised significant concerns about privacy and freedom of expression. The Chinese government’s use of AI to monitor social media for dissent and enforce censorship is a prime example of how AI can suppress free speech (Creemers, 2018). In India, the introduction of AI-driven Aadhaar, the world’s most extensive biometric ID system, has also raised questions about the balance between technological advancement and individual privacy (Singh, 2020).
Deepfakes, AI-generated videos that manipulate appearances and voices, present another ethical dilemma. While they can be used creatively, they also have the potential to spread misinformation and disrupt public trust. The European Union has called for stricter regulations on deepfakes to combat their misuse in political and social contexts (Floridi, 2020).
Regulating AI in media is a complex challenge. The rapid pace of technological advancement often outstrips the development of legal frameworks. However, there is a growing consensus that ethical guidelines are necessary to ensure that AI is used responsibly in media.
Future Trends
Looking ahead, the future of media in an AI-driven world is both exciting and uncertain. One of the most promising trends is using AI to create personalized media experiences. As algorithms become more sophisticated, they can tailor content to individual preferences in real time, creating a more immersive and engaging consumer experience.
AI is also poised to enhance human creativity. Rather than replacing human creators, AI can be a powerful tool for augmenting creativity. Artists, writers, and filmmakers are already experimenting with AI as a collaborator, using it to generate ideas, automate repetitive tasks, and push creative boundaries.
In Africa, the future of AI in media will likely focus on accessibility and local content production. With the increasing availability of affordable AI tools, more content creators across the continent can produce high-quality media that reflect local cultures and languages. This could lead to a renaissance in African media, where diverse voices and stories are told in previously impossible ways (Nwonwu, 2021). The emergence of AI in the media industry presents opportunities and challenges for universities and polytechnics that are training the next generation of journalists. Institutions should consider a multifaceted approach such as curriculum review or enhancement, AI ethics education, interdisciplinary collaboration, industry partnerships and internships, lifelong learning, and innovation and research to ensure their graduates are well-prepared for the rapidly evolving landscape. This will help future journalists navigate AI’s challenges and opportunities while upholding the core values of truth, fairness, and public service.
In Asia, particularly in countries like Japan and South Korea, the future of AI in media may involve even deeper integration with robotics and virtual reality. These technologies are already being explored for their potential to create entirely new forms of media experiences, such as AI-generated virtual influencers who interact with audiences in real-time (Hirai, 2020).
In the next decade, we can expect to see the rise of AI-driven media companies that use machine learning to optimize every aspect of their operations, from content creation to distribution. AI will also transform advertising with hyper-targeted campaigns that leverage vast consumer data to deliver personalized messages.
However, the future of media will require a careful balance between human and machine contributions. While AI can handle many tasks more efficiently, the human touch remains essential for creativity, empathy, and ethical judgment. Media professionals must adapt to this new landscape by developing skills that complement AI, such as critical thinking, storytelling, and ethical decision-making.
Conclusion
In conclusion, integrating artificial intelligence into the media industry is a double-edged sword. On one hand, it offers unprecedented opportunities for innovation, efficiency, and personalization. On the other hand, it presents significant ethical challenges that must be addressed to ensure that AI is used responsibly.
Media professionals, technologists, and policymakers must work together to develop ethical frameworks for using AI in media as we move forward. By doing so, we can harness the power of AI to create a more dynamic, engaging, inclusive, and fair media landscape.
Thank you.
Being a keynote address presented Dr. Tony Onyima, the former Managing Director of Nigeria’s The SUN newspaper at the homecoming of the Department of Mass Communication, Institute of Management and Technology (IMT), Enugu, Nigeria on Friday, August 16, 2024
